Demand Media Plucks Pluck

Firm buys social networking and blog syndication provider.

Domain name firm Demand Media, which owns registrar eNom, has purchased Pluck for an undisclosed price. A source to Reuters put the price tag at $50 million to $60 million.

Pluck, based in Austin, Texas, was founded as basically an RSS reader and has evolved since then. It now bills itself as a social media firm that delivers “1 billion social media interactions” every month. The firm offers a social media platform as well as a blog syndication network called BlogBurst.

Demand Media, founded by former MySpace Chairman Richard Rosenblatt, has raised over $300 million in capital. It owns a sizable portfolio of names as well as domain registrar eNom (which purchase BulkRegister). It also has a marketing agreement with VeriSign (NASDAQ: VRSN) to promote the .tv domain.

I’ve read that the firm is throwing off lots of cash, but I still wonder if it will be able to apply social media across a sizable number of domains. Rosenblatt had hoped to take the firm public in 2007, but that appears to be on hold.